photo copyright: © IMAXtree.com
The article first appeared on the Vogue.
“Presence is the key. Now is the answer.” These fragments of speech were intoned somewhere midway during the overwhelming onslaught of computer-generated imagery that bombarded the audience seated in a tunnel at the Balenciaga show. “I always had this idea of a video tunnel, like being inside someone’s digital mind,” said Demna Gvasalia. “Fashion shows are for transporting people, otherwise there’s no point. It was like working on a movie, getting people into another reality, so it stays as a memory.”
The project came together when he met digital artist Jon Rafman at Art Basel. Rafman was on hand to talk about the creation of the immersive experience. It had the audience so stunned that people were transfixed in their seats for a good few seconds after it ended, trying to process what they’d just seen. “My work explores new technologies and how our soci